Cracking the Code: Search Engine Optimization for SME Websites
As a marketer that has spent well over a decade building brands, I know firsthand the importance of having a strong online presence. Most customers today start their buying journey with an online search, which means that an effective user experience and SEO strategy is crucial for driving traffic and generating leads.
However, SEO is a complex and ever-changing landscape, especially for busy SME owners who are already juggling a million other responsibilities. My goal in today’s post is to "crack the code" and share some essential SEO strategies that every small business should have in their toolkit.
Keyword Research: The Foundation of Effective SEO
The first step in any successful SEO strategy is to identify the right keywords - the terms and phrases that your target customers are using to search for products or services like yours. This involves a combination of analyzing search volume, competition, and relevance to your business. Tools like Google Keyword Planner and SEMrush can be incredibly helpful here.
One of my favourites for content and SEO planning is Answer The Public, a free online tool that provides valuable insights for content creation and SEO purposes. The primary function of Answer the Public is to gather and analyze search query data from various search engines, including Google, Bing, and others. It then presents this data in a user-friendly visual format, allowing users to discover the most common questions, prepositions, and related keywords that people are searching for around a specific topic or keyword. Give it a try - it’s free to get started.
On-Page Optimization: Making Your Website Work for You
Once you've identified your target keywords, it's time to optimize your website to rank higher in search engine results. This includes things like:
Incorporating keywords naturally into your page titles, meta descriptions, headings, and content
Ensuring your website is mobile-friendly and loads quickly
Creating unique, high-quality content that provides value to your customers
Leveraging alt text and other accessibility features
Building Backlinks: Expanding Your Reach
Search engines like Google also place a lot of weight on the quality and quantity of backlinks pointing to your website. This means other reputable websites linking back to your content. You can build these backlinks through tactics like guest posting, directory listings, and collaborations with complementary businesses.
Continuous Monitoring and Adjustment
SEO is an ongoing process, not a one-time fix. Small businesses should regularly track their website's performance using tools like Google Analytics, monitor changes in search results, and be prepared to adjust their strategies accordingly. This could involve refining keywords, updating content, or exploring new link-building opportunities.
A few key organic metrics I would track, monitor and optimize for a SME client every month:
Overall search traffic
Search visibility (along with a targeted keyword list)
Click-through-rate (CTR)
Conversion rate
Backlinks
On-page opportunities (content, metadata, images, and technical elements (e.g., page speed, mobile-friendliness)
Website analytics
The world of SEO can seem daunting, but by focusing on these key areas, SMEs can level the playing field and ensure that their websites are getting in front of the right customers. Remember, search engine optimization is an investment, but one that can pay dividends in the form of increased traffic, leads, and sales.
Questions? Don’t hesitate to reach out to chat more.
